Welcome email templates

Welcome email templates are pre-designed emails that help you save time and make sure that every new subscriber, customer, or employee feels valued from the very first interaction and only 57.7% of brands send welcome emails.

According to Omnisend, a series of three welcome emails can generate 90% more orders than a single welcome email. A well-designed welcome email template with visuals is more than just a gesture; it's the first step in building a lasting relationship.

Key Benefits of Welcome Emails

Builds Strong First Impressions: With a 50% higher open rate than other email types, welcome emails are a golden opportunity to make a memorable introduction. A welcome email can quickly communicate who you are, what your audience can expect, and why they should stay engaged.

Targeted Messaging: Imagine you are running a small shoe shop, and two customers walk in. You greet one by name but say nothing to the other. Even this simple act shapes the customer experience. Welcoming every subscriber or customer online can be challenging, but not with HTML email templates.

Consistency in Branding: Whether it's a football club or a car manufacturer, all established brands maintain consistency in their design, marketing materials, and promotional items (such as calendars and pens for new customers). Their logos and branding aim to evoke emotions from their customers. Using beautifully designed email templates enhances your brand's professionalism.

Increase in Conversion Rates: Setting the stage for a conversion is easier when your audience feels appreciated and informed. A welcome email can direct subscribers to make their first purchase, register for a course, or explore more of your content—ultimately driving revenue and conversions.

Best Practices for Welcome Email Templates

• Personalization: Use dynamic content to recommend products, share account details, or provide tailored listings based on user behavior.
• Clear, Strong Subject Lines: Short, action-oriented subject lines drive higher open rates.
• Clean Visual Hierarchy with HTML Templates: Choose structured, visually balanced HTML templates. Optimize for quick reading, and always include alt text for images.
• CTAs (Calls-to-Action): Make your CTA clear and prominent. Stick to one primary action per email—like signing in, exploring products, or completing a profile. For long emails, ensure one CTA is placed "above the fold" so users see it immediately.
• Email Sequence: Spread your welcome emails over a few days to build anticipation and introduce content gradually.
• Social Proof: Add customer testimonials, reviews, or a quick "How-to" video to establish trust.
• Responsive Design: Make sure your emails are mobile-optimized. Test HTML templates on multiple devices.
• Consistent Branding: Be sure that your email design and tone align with your overall brand identity across channels.
• Easy Unsubscribe & Preferences: Provide clear options for users to adjust preferences or unsubscribe.
• Optimize Deliverability: Avoid spam-trigger words, keep your code clean, and use a verified sending domain to hit the primary inbox.

Types of Welcome Emails: When & How to Use Them

1. Brand Introduction Welcome Email Template

Purpose: To provide a warm introduction to your brand and welcome the subscriber.

Best For: New subscribers or users who’ve shown interest in your brand.

Best Practice: Include a friendly greeting, a brief story about your brand, and a clear CTA for exploring more.

Welcome Email Template Example for Introducing Your Brand

Subject Line: “Welcome to [Brand Name]—We’re Glad to Have You!”

Hi [Name],

Welcome to the [Brand Name] family! We’re excited to have you with us. Our brand was built on [brief brand story], and we can’t wait to share our journey with you.

[CTA Button]: “Explore More”

2. Welcome Email to New Customer

Purpose: To incentivize first purchases with a discount or special offer.

Best For: E-commerce customers who have recently made a purchase or registered on your site.

Best Practice: Use clear visuals to highlight your promotion and add a strong CTA like “Shop Now” or “Claim Your Discount.”

Email Template for Welcoming a New Customer

Subject Line: “Welcome! Enjoy 20% Off Your First Purchase!”

Hi [Name],

Thank you for joining [Brand Name]. As a token of our appreciation, here’s a [discount amount]% off code just for you: [Code].

Don’t miss out! Start shopping now and discover our best-selling [products/services].

[CTA Button]: “Shop Now & Save”

3. Get Started/Onboarding Emails

Purpose: To help users explore and make the most of your product or service.

Best For: Users who have signed up for a course, free trial, or any service requiring guidance.

Best Practice: Provide step-by-step instructions, key tips, and links to helpful resources.

Onboarding Welcome Email Template

Subject Line: “Let’s Get You Started with [Product/Service]”

Hi [Name],

Welcome aboard! We want to help you get the most out of [Product/Service].Here are a few quick steps to get started:

1. [Step 1]
2. [Step 2]
3. [Step 3]

Need help? Visit our [Resource Center] or contact our support team anytime.

[CTA Button]: “Start Now”

4. Community Welcome Emails

Purpose: Encourage users to join your online community or social platforms.

Best For: Brands focusing on building a community presence.

Best Practice: Highlight the benefits of joining, like access to exclusive content, social events, or news updates. Use CTAs to direct them to your social pages or forums.

Onboarding Welcome Email Template

Subject Line: “Become a Part of the [Brand Name] Community!”

Hi [Name],

We’d love to have you join our [Brand Name] community! Connect with like-minded people, access exclusive content, and get the latest updates.

Follow us on [Platform] to stay in the loop.

[CTA Buttons]: “Join Our Facebook Group” | “Follow Us on Instagram”

5. Welcome Emails with Resources

Purpose: Deliver the promised resource like an eBook, checklist, or template to new subscribers.

Best For: Subscribers who signed up in exchange for a lead magnet.

Best Practice: Provide a direct link to the resource and add follow-up CTAs for more engagement, like visiting your blog or checking out related content.

Email Template for Sharing Resources

Subject Line: “Here’s Your [Resource Name]—Enjoy!”

Hi [Name],

Thank you for signing up! As promised, here’s your [resource name]: [Download Link].We hope you find it valuable! For more resources like this, check out our [blog/resource page].

[CTA Button]: “Visit Our Blog”

Real-World Examples of Successful Welcome Emails

1. Airbnb

Airbnb has revolutionized travel and brought a new meaning to the industry. In this welcome email template, Airbnb uses a few clear CTAs to simplify what can be an overly complex process.

What the Email Does Right:

• Clear Structure: The email is broken down into three simple steps: "Complete Profile," "Add Verifications," and "Start Exploring." This makes it easy for users to understand what to do next, providing a seamless onboarding experience.
• Visuals and Icons: It uses clear and friendly icons to represent each step, making the information digestible and visually engaging. The CTA buttons ("Complete Profile," "Add Verifications") are straightforward and guide the user through the most critical actions for a complete Airbnb experience.

Why It's Right for Airbnb: For a platform like Airbnb, trust is essential. Setting a secure and reliable tone for new users is crucial, and this welcome email template effectively does just that.

2. Birchbox

Birchbox is a subscription-based service that sends monthly samples of beauty and grooming products tailored to individual preferences.

What the Email Does Right:

• Concise Overview: It provides a clear breakdown of what subscribers can expect: trying products, learning from tips, and purchasing full-size versions. This simplicity makes it easy for users to engage with their services.
• Consistent Branding: The template uses soft, friendly colors that align with Birchbox's brand identity, with a CTA ("READ NOW") that encourages engagement with their magazine.

Why It's Right for Birchbox: As a subscription service, Birchbox needs to communicate how their product works and set subscriber expectations. This welcome email does just that by offering a quick and appealing snapshot of the subscription process. It subtly encourages interaction with the brand's other touchpoints, such as the magazine, further immersing the subscriber into Birchbox's ecosystem.

3. Luminary

Luminary is a podcast streaming service offering exclusive content from a diverse range of creators.

What the Email Does Right:

• Showcases Content: Featuring various podcasts and creators immediately showcases the value of subscribing. Displaying personalized listings for products or services is an effective way to welcome a new customer.
• Strong CTAs: The use of bold CTAs like "EXPLORE ORIGINALS" and "START LISTENING" guides the user toward immediate engagement with the platform's offerings.

Why It's Right for Luminary: As a content-focused service, Luminary's success depends on users diving into its content. Featuring podcasts and providing direct access links encourages exploration right from the start.

4. Duolingo

Duolingo is a language-learning platform known for its playful approach and gamified learning system.

What the Email Does Right:

• Playful Tone: The use of the Duolingo owl and friendly language sets a welcoming tone that matches the app's fun learning experience.
• Step-by-Step Guidance: It encourages users with a “Top tip: get to a 7-day streak,” instantly engaging them in a gamified challenge. The "LEARN NOW" CTA button is prominently placed to drive action.

Why It's Right for Duolingo: Duolingo's success relies on habit-building and consistent user engagement. This welcome email uses visual elements and motivational messaging to encourage users to begin their learning journey. The gamified approach ("7-day streak") aligns perfectly with Duolingo's teaching style, setting the right expectations for new learners.

5. LiveAgent

LiveAgent is a customer support software solution that helps businesses manage customer interactions efficiently.

What the Email Does Right:

• Personal Touch: It includes a warm message from a team member, creating a sense of care and human connection.
• Simple Design: The minimalist design keeps the focus on the welcome message without distractions.

Why It's Right for LiveAgent: This email's straightforward, human-centric approach reflects the company’s values. It fosters a feeling of belonging within the LiveAgent community.

6. Lyft

Lyft is a ride-sharing service that connects drivers with passengers.

What the Email Does Right:

• Step-by-Step Introduction: It breaks down the service into clear steps—"Request," "Ride," "Pay"—making it simple for new users to understand how to use Lyft.
• Strong CTA: The “TAKE YOUR FIRST RIDE TODAY” button is a compelling invitation that encourages immediate action.

Why It's Right for Lyft: Lyft's goal is to make transportation simple and accessible. This welcome email template mirrors that by using a straightforward structure and clean visuals to explain the service. The focus on ease of use and the direct CTA effectively prepares new users to take their first ride.

Comparing Text Emails with HTML Email Templates

Automating Welcome Emails: Quick Tips

Automated emails generate 320% more revenue than non-automated emails. If you have an e-commerce store or are dealing with a large user base, automation is essential to scale your business and stay connected with your audience. Here’s an example of what you might consider:

• Timing
  • First Email: Send immediately after sign-up.
  • Follow-Ups: Space 2-7 days apart to maintain engagement.
• Sequence Length:
  • Short Series (1-2 Emails): Quick introductions.
  • Longer Series (3-5 Emails): Gradual onboarding, deeper content.
• A/B Testing: Test subject lines, CTAs, and email content for higher open/click rates.
• Use Automation Tools & Templates:
  • Tools: MailerLite, HubSpot, Omnisend, Tabular
• Segment Your Audience:
  • Multi-List Forms: Create your sequences based on user intent.
  • Behavior-Based Triggers: Customize follow-ups based on user actions, such as adding an item to the cart and leaving it.
• Example Sequence:
  • Email 1: Immediate welcome and brand intro.
  • Email 2 (Day 2): Product highlights or popular content.
  • Email 3 (Day 5): Educational content or tips.
  • Email 4 (Day 7): Exclusive offer or discount.

Welcome email templates are extremely important in the email marketing customer journey, as they provide a warm greeting for those interested in your service or product. Using HTML email templates to welcome your customers, clients, and employees is a great way to make them feel important and valued.

Tabular.email allows you to create responsive email templates that are easy to customize. Building email templates with Tabular not only enhances the user experience but also maximizes deliverability and performance.